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Destination image was conceptualized as evolvingfrom an organic image, through an induced image, to a complex image. These image phases were linked to the informative, persuasive, and reminding functions of promotion. Data were analyzed from a sample of 568 prospective, first-time, and repeat long-stay winter visitors to the lower Rio Grande Valley in Texas. These three subsamples were considered likely to be reasonably reflective of the three stages of image evolution. Significant differences on all five of the image factors which were derived were found between nonvisitors and the other two subsamples. Length of stay was found to significantly affect image on two of the five factors. Differences in image based on respondents' proximity to the Valley were revealed on only one of the five factors.

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A sample of 617 student respondents was drawn from 12 universities, in different parts of the United States. Semantic differential instruments were used to measure respondents' descriptive and importance dimensions of thei.- image of Mexico. The analysis indicated major differences between the two image dimensions. Those image attributes which respondents considered to be important when considering a vacation in Mexico were related primarily to sanitation and safety. The most positive attributes respondents reported about Mexico related to climate and low costs. Measurement of respondents' descriptive image of Mexico indicated that the farther away respondents resided from Mexico, the more favorable was their image of that country as a vacation destination. Analysis indicated that the regional differences were not significant. However, significant differences were found on 12 of the 30 individual attributes which were used to measure image.